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Disastrous

Oh, Laura, thanks for your thoughts about descriptive names:

One of the most tempting and logical but ultimately disastrous naming strategies is using a generic descriptive name. While you think you are giving your brand an advantage by describing exactly who you are and what you do. You aren’t able to build a powerful brand. Generic names are filed in the mind in the lowercase. To have power, brands need to be filed in the uppercase.
An example?

Seattle’s Best Coffee, might tell people that you have a high-end coffee shop from the Pacific Northwest. But when I ask people what Seattle’s best coffee is the answer is always the same: Starbucks.
The best way to come up with a good brand name, in my opinion, is to sit in front of a computer typing candidate names into Google. Find ones that have close to zero search results.

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